Step 3: Publish another retraction notice on Gawker.com itself (which links to Nick’s post) that will, again, pull massive traffic to Gawker as the retraction becomes its own news story that everyone links to, driving traffic to Gawker.

Step 4: Make sure none of this is really an apology and that you still manage to come across as insufferable, tone-deaf, traffic-mining douchebags above all else.

Mission accomplished! I note, though, that there’d be less outrage elsewhere in the media if the object of Gawker’s misbehavior were a Republican, instead of Tim Geithner’s brother who’s a bigshot at the heavyweight media outfit Conde Nast.